TOOL KIT

THE INDEX

Shad

owin

g &

O

bser

vati

on

Insi

ght

Car

d

Rela

tion

ship

M

appi

ng

Dig

ital

Fis

hing

Mar

ket

Segm

enta

tion

Bake

You

r Br

and

Opp

ortu

nity

Sp

otte

r’s C

ard

Imag

e Bo

ard

Dot

ocra

cy

S.W

.O.T

.

Sele

ctio

n M

atri

x

Neg

ativ

e to

Po

siti

ve

Prod

uct

Mea

ning

P.O

.I.N

.T.

Stak

ehol

der

Ana

lysi

s

Mar

ket

Mat

rix

P.N

.I. C

ard

Patt

erns

&

Tren

ds

Hea

dlin

es o

f th

e Fu

ture

6 H

at

Thin

king

Stak

ehol

der

Jour

ney

Wha

t D

oes

Des

ign

Do?

My

Job

My

Bran

d

Des

k Re

sear

ch

Inte

rnal

Fe

edba

ck L

oops

Brai

nsto

rmin

g

Use

r Pr

ofile

s

Inte

rvie

win

g

Min

dmap

ping

Bran

d D

NA

Hun

t &

Gat

her

Blue

prin

ting

Stor

yboa

rdin

g

Reso

urce

Id

enti

fica

tion

Effe

cts

Ana

lysi

s

Cre

ate

an A

d

Laun

chin

g

Exte

rnal

Fe

edba

ck L

oops

Targ

et S

etti

ng

Use

r G

uide

Mar

keti

ng &

Pi

tchi

ng

Real

ity/

Spec

C

heck

Litm

us T

est

Mak

ing

Mis

take

s

Idea

Fra

mer

C

ard

Prot

otyp

ing

S.C

.A.M

.P.E

.R.

Mor

phol

ogic

al

Cha

rt

Reve

rse

Brai

nsto

rmin

g

Pers

ona

Build

ing

Info

grap

hics

Test

& E

valu

ate

Futu

reca

stin

g

Tool

Inde

x DIS

CO

VER

DEF

INE

DEV

ELO

PD

ELIV

ER

Activ

ity C

ards

Info

Car

ds

int

ext

Dou

ble

Dia

mon

da

Glo

ssar

y of

Te

rms

b

Dia

gnon

al

Slic

ec

The

Ripp

le

Effe

ctd

Baby

H

errm

ann

e

Nam

e It

fPre-

Proc

ess

My

nam

e is

:

THE TOOLS

DISCOVER

Within each numbered section, visualise the following

1. My personal skills.2. My personal ambition(s).3. What is important to me.4. What I would do on my perfect day off.

My Brand We use this tool to get to know each other, to say something about yourself, your skills and ambitions and to help think about shared values within the group.

DISCOVER

Job Roles in Reality

My JobMy Job is a tool used to get to know the people within your team and their roles within the organisation.The more open and honest, the better.

The best thing about my job is... The worst thing about my job is...

My Job Title:

Job Roles on Paper

The one thing I would change about my job is...

DISCOVER

have fun and enjoy it.

The Rules of Brainstorming We use these guidelines everytime we have a Brainstorming session to ensure that what we’re doing is effective, efficient and productive. Try using the guidelines in an example brainstorm; What can you do with all the odd socks in the world? How many different ways can you squeeze a lemon?

*although introduced in DISCOVER you may find brainstorming useful at all stages of the innovation process. DISCOVER*

Mindmapping GuidelinesWe use these guidelines to help us mindmap effectively each time. Try using the guidelines in an example mindmap for something. Anything. Types of sweets, kinds of drinks, people who use public transport, things in your kitchen, names of bands - the possibilities are endless.

THE FOCUS OF THE TASKAND SUB

SEGMENTMIX UP THE

MEDIUM

USE BRANCHES AND SATELLITES

USE DIFFERENT COLOURS

START IN THE CENTRE WITH A FOCUS WORD,

PHRASE OR IMAGE

VISUALS

LANGUAGESTRUCTURE

SEGMENT

USE SINGLE WORDS

OR SIMPLE PHRASES

PRINTING WORDS FOR LEGIBILITY

EITHER UPPER OR LOWER CASE

USE WORDS

USE IMAGES

USE SYMBOLS

TO DISTINGUISH SEGMENTS

*although introduced in DISCOVER you may find mindmapping useful at all stages of the innovation process.

SHOW ASSOCIATIONS AND LINKS

SHOW ASSOCIATIONS

AND LINKS

THERE IS NO LIMIT TO THE NUMBER

OF SATELLITES

BRANCHES AND SATELLITES HAVE LESS

EMPHASIS AS YOU SEGEMENT

AND SUB-SEGMENT

BUT BE SPECIFIC

DISCOVER*

Brand DNAWe use this tool in two parts. Firstly, to begin to think about brand and the perception that people have of different brands from similar markets.

The second part of this tool is about personifying the brand to help understand it.

The face of the brand is:

Why:

In small groups discuss your perception of this brand (Right). Choose 3 words that you all agree describe the organisation and write them in spaces below.

If you were to choose a brand ambassador for this brand, who would it be and why? Bear in mind that your choice should be informed by the words you agreed on above.

Coca-Cola

DISCOVER

Brand DNAWe use this tool in two parts. Firstly, to begin to think about brand and the perception that people have of different brands from similar markets.

The second part of this tool is about personifying the brand to help understand it.

The face of the brand is:

Why:

In small groups discuss your perception of this brand (Right). Choose 3 words that you all agree describe the organisation and write them in spaces below.

If you were to choose a brand ambassador for this brand, who would it be and why? Bear in mind that your choice should be informed by the words you agreed on above.

Irn-Bru

DISCOVER

Insight CardWe use this tool to record an insight and propose opportunities that arise from this research revelation. Firstly, capture your insight in the centre then use the satellites to explore opportunities. Add your own satellites in addition to those provided if required.

Write your insight here e.g. liquids don’t flow downwards in space

Write opportunities in the satellites e.g. how to write in zero gravity

DISCOVER

User Profile

General Questions:

* This tool is introduced in the DISCOVER phase but will be useful throughout the innovation process.

Draw Your Persona(reflect the answers opposite)

Name:

Age:

Where do they live?

Who do they live with?

What do they do during the day?

What do they do in the evenings?

What do they do at the weekend?

Project Specific Questions:e.g. where do they go on holiday? what are their favourite brands? How do they get information?

Q1)

Q2)

Q3)

DISCOVER*

User Profile is a tool to help you learn about your user and get into their mindset in order to think about your product / service from your users point of view. The more details you can put in here the better.

THE TOOLS

DEFINE

Stak

ehol

der

Jour

ney

Spec

ific

Exp

erie

nce:

We

use

this

too

l to

anal

yse

each

con

tact

poi

nt s

omeo

ne h

as w

hen

expe

rien

cing

a

serv

ice

or p

rodu

ct. W

e ca

ll th

ese

cont

acts

‘to

uchp

oint

s’.

Firs

tly,

map

the

to

uchp

oint

s al

ong

the

cent

re-l

ine

wit

h vi

sual

isat

ions

in t

he c

ircl

es.

Now

plo

t yo

ur ‘e

mot

ion’

on

the

dott

ed v

erti

cal

line

to i

ndic

ate

the

inte

nsit

y of

the

exp

erie

nce.

Joi

n up

the

plo

tted

em

otio

nal j

ourn

ey t

o m

ake

a ‘w

ave’

. You

r co

mpl

eted

car

d m

ight

loo

k lik

e th

e on

e sh

own

here

. Add

a b

rief

exp

lana

tion

at

each

pea

k an

d tr

ough

whi

ch d

escr

ibes

th

e po

siti

ve o

r ne

gati

ve e

xper

ienc

e. U

se m

ore

than

one

car

d sh

ould

yo

ur jo

urne

y ex

ceed

the

7 t

ouch

poin

ts a

sin

gle

card

pro

vide

s fo

r.

Tim

e ov

er w

hich

thi

s jo

uney

tak

es p

lace

Empt

y W

alle

tW

hich

Dir

ecti

on1s

t Im

pres

sion

sM

essa

ge o

n Sc

reen

Plea

se in

sert

car

d

Inse

rt C

ard

Mes

sage

on

Scre

en

Plea

se e

nter

pin

Keyp

ad

DEF

INE

Bake your Brand

Describe

Draw & Annotate

With this tool we use a cake as a metaphor for your brand. This cake can either represent the current brand or a preferred future brand but should be designed through a process of collabaration and iteration. Explore all options from core ingredients, style, construction, presentation, decoration, how it is eaten etc. and think about how each element supports the overall brand message. Remember to use the Rules of Brainstorming in conjuction with this tool to explore different options.

DEFINE

Product Meaning

Draw Your Object

Function / Gesture:

Colour:

Form:

Material(s):

Graphics / Text:

The Product Meaning tool allows us to disect an object into distinct elements and anal-yse what these features convey to the user. Draw the object in the space providedand write short notes about how you respond to these features. What do they say to you about this object?

DEFINE

P.O.I.N.T.This tool can be used after a brainstorm to help us to organise our thoughts and observations to remind us of important things to think about when analysing. P.O.I.N.T. stands for problems, opportunities, insights, needs and themes. You can do this by listing elements identified from analysis under the appropriate heading or use it as a guide for a larger scale P.O.I.N.T. a nalysis on flipchart paper.

Analysis of:

Problems

Opportunities Insights

ThemesNeeds

DEFINE

Headlines of the Future

ILLUSTRATE

THE STORY IN

THIS SPACE

WRITE THE DATE HERE

We use this tool to imagine future headlines for your organisation. This tool can be used for both imagining positive futures and to begin to think about ways in which to get there or to imagine nightmare scenarios and act as a spur to think about how we might mitigate them.

W R I T E Y O U R M A I N H E A DL I N E H E R E

DEFINE

Opportunity Spotter’s Card

Describe the opportunity. Draw an image to represent it.

Which departments are needed to collaborate? Who’s expertise do we need? What’s the ideal team?

List the key factors/criteria that responses to this opportunity must address.

What is the ‘insight’ this opportunity comes from ?

Describe Draw

We use the Opportunity Spotter’s Card as a tool to illustrate, articulate and formalise opportunities which have arisen from specific insights. When completed, these cards can be be acted upon immediately or ‘banked’ for action later.

DEFINE

Imag

e Bo

ards

*alt

houg

h in

trod

uced

in D

EFIN

E yo

u m

ay f

ind

Imag

e Bo

ards

use

ful f

or c

omm

unic

atio

n at

oth

er s

tage

s of

the

inno

vati

on p

roce

ss.

We

use

imag

e bo

ards

to

crea

te a

vis

ual r

efer

ence

bas

ed o

n th

e ob

ject

ives

and

co

nten

t of

a p

roje

ct. T

he a

im is

to

colle

ct in

spir

atio

nal v

isua

ls t

o co

mm

unic

ate

elem

ents

of

your

pro

ject

, suc

h as

the

use

r, th

e en

viro

men

t or

the

ser

vice

.

An

imag

e bo

ard

is a

pow

erfu

l way

to

gene

rate

and

com

mun

icat

e an

und

erst

andi

ng o

f the

pro

ject

, fro

m t

he t

arge

t au

dien

ce d

own

to t

he s

mal

lest

det

ail.

The

imag

e bo

ard

also

hel

ps e

xter

nal p

arti

es a

ppre

ciat

e th

e di

rect

ion

of t

he p

roje

ct b

y pr

omot

ing

cons

truc

tive

dis

cuss

ion.

The

col

lect

ion

of im

ages

can

be

use

d in

a n

umbe

r of

dif

fere

nt w

ays

- to

rep

rese

nt t

ypes

of

user

, vis

ual v

alue

s, t

echn

olog

ies,

pro

ject

usa

ge a

nd s

cena

rios

. Tog

ethe

r, th

ese

diff

eren

t re

pres

enta

tion

s ca

n pr

ovid

e st

rong

clu

es a

s to

the

dir

ecti

on o

f a

proj

ect.

Use

thi

s ca

rd a

s a

guid

e to

cre

ate

an i

mag

e bo

ard

on l

arge

pap

er. Y

ou c

an

choo

se t

o co

llate

all

4 ty

pes

of b

oard

s in

one

, cre

ate

4 di

ffer

ent

boar

ds o

r si

mpl

y us

e th

e on

e ty

pe o

f boa

rd w

hich

wou

ld b

e m

ost

usef

ul t

o yo

u an

d yo

ur

proj

ect.

A t

ypic

al b

oard

sho

uld

cont

ain

betw

een

30 a

nd 4

0 ca

refu

lly c

hose

n im

ages

and

com

mun

icat

e ve

ry d

efin

ite

mes

sage

s ab

out

your

con

tent

.

The

lifes

tyle

boa

rd i

s a

colle

ctio

n of

im

ages

re

pres

enti

ng

the

targ

et

audi

ence

or

user

, th

eir

cond

uct

and

way

of

liv

ing.

Th

e im

ages

sh

ould

in

dica

te t

he t

arge

t au

dien

ces

pers

onal

an

d so

cial

val

ues

and

cult

ural

tre

nds

as w

ell

as d

epic

ting

oth

er p

rodu

cts

and

serv

ices

the

y ow

n an

d us

e. T

he

lifes

tyle

bo

ard

is

'idea

listi

c'

in

its

port

raya

l of

au

dien

ce

and

help

s to

ex

plor

e a

rang

e of

tar

get

cust

omer

s.

The

moo

d bo

ard

aim

s to

cap

ture

the

'v

alue

s' o

f th

e pr

ojec

t w

hich

will

app

eal

to t

he p

revi

ousl

y id

enti

fied

aud

ienc

e ty

pes.

The

moo

d of

a p

rodu

ct i

s th

e se

ntim

ent,

fee

ling

or e

mot

ion

whi

ch

the

proj

ect

enge

nder

s w

hen

firs

t se

en -

fo

r ex

ampl

e, s

oft

and

com

fort

ing,

har

d an

d ru

gged

, bu

sine

ss l

ike

or f

rivo

lous

. Im

ages

whi

ch a

re s

imila

r in

eit

her

form

or

fu

ncti

on

to

the

prop

osed

pr

ojec

t sh

ould

be

avoi

ded.

Hav

ing

esta

blis

hed

the

visu

al

and

conc

eptu

al v

alue

s, t

he t

hem

e bo

ard

is

a co

llect

ion

of i

mag

es w

hich

con

vey

the

obje

ctiv

e ar

ea o

f th

e pr

ojec

t. F

or

exam

ple,

th

e th

eme

coul

d be

‘s

elf

serv

ice’

if

you

re-t

hink

ing

an A

TM o

r ‘m

obili

ty’

if

you

wer

e im

agin

ing

wal

king

dev

ices

for

the

eld

erly

. Th

ese

imag

es s

houl

d be

fro

m a

div

erse

ran

ge

of a

reas

and

hav

e di

ffer

ent

func

tion

s.

A

usag

e bo

ard

repr

esen

ts

prod

ucts

, se

rvic

es,

envi

ronm

ents

etc

whi

ch a

re

used

in

a si

mila

r w

ay o

r w

hich

uti

lise

sim

ilar

them

es a

nd/o

r te

chno

logy

to

the

proj

ect

prop

osal

. Thi

s co

uld

enab

le

the

plac

e or

m

eans

of

us

e to

be

ex

plor

ed

and

is

a go

od

way

of

re

mov

ing

prec

once

ived

id

eas

abou

t th

e pr

ojec

t’s

form

.

DEF

INE

*

P.N

.I. C

ard

Focu

s:

We

use

this

too

l fo

r an

alys

is a

nd a

s a

met

hod

for

expl

aini

ng i

deas

and

pr

opos

itio

ns. I

t al

low

s a

cand

id s

hari

ng o

f vi

ews

and

enco

urag

es d

isci

plin

e in

m

anag

ing

your

tho

ught

pro

cess

.

*alt

houg

h in

trod

uced

in D

EFIN

E yo

u m

ay f

ind

the

P.N

.I. c

ard

usef

ul t

o an

alys

e id

eas

at la

ter

stag

es o

f th

e in

nova

tion

pro

cess

.

Inte

rest

ing

Posi

tive

Neg

ativ

e

1. A

gree

the

foc

us

2. D

evot

e 3-

5 m

ins

to l

isti

ng a

s m

any

posi

tive

res

pons

es a

s yo

u ca

n in

the

‘pos

itiv

e’ s

ecti

on

3. N

ow f

ocus

pur

ely

on t

he

nega

tive

res

pons

es li

stin

g as

man

y as

you

can

in t

he ‘n

egat

ive’

sec

tion

in 3

-5 m

ins

4. N

ow d

evel

op t

he id

ea t

o m

ake

it in

tere

stin

g by

lis

ting

re

spon

ses

in t

he ‘i

nter

esti

ng’ s

ecti

on in

3-5

min

s -

try

thin

king

‘wha

t if.

..?’

DEF

INE

*

S.W.O.T.We use S.W.O.T. as a tool to analyse opportunities and ideas in relation to resources and capabilities within the operating environment. It is useful for selection purposes and strategy formulation. Use this toolcard directly by listing elements identified from analysis in the appropriate area or use it as a guide for a larger scale S.W.O.T. analysis on flipchart paper.

Analysis of:

Strengths Weaknesses

Opportunities ThreatsElements and areas which could have a

detrimental future effect.

Absence of advantageous elements, capabilities &

resources.

Elements, capabilities & resources which give competitive advantage.

Areas of potential growth such as un-met needs and new technologies.

DEALING WITH INTERNAL CERTAINTY

DEALING WITH EXTERNAL POSSIBILITY

*although introduced in DEFINE you may find S.W.O.T. useful at other stages of the innovation process. DEFINE*

THE TOOLS

DEVELOP

Idea Framer

Give this idea a name.

Describe the idea. What 'need' or problem does it address. What does it entail? Draw an image to represent it.

What are the possible barriers to taking this idea forward?

What are the benefits to:

Company/Organisation Customer

What is the ‘opportunity’ this idea responds to?

Describe Draw

We use the Idea Framer as a tool to illustrate, articulate and formalise conceptual responses to specific opportunities. When completed these cards can be acted upon immediately or ‘banked’ for action later.

DEVELOP

SCAMPERSCAMPER is an acronym for a useful list of words that promt you in different ways to help the development of an idea towards further possibilities.

CAMPER

S

SOURCE: ROBERT EBERLE

EXAMPLEa new bicycle.a new ATM.

metal with carbon fibrereceipts with emails

pedalling with speedometer keypad with screen

pedals to secure feet screen to be moveable

frame to fold down graphics to have colour

use seat as containerremind of debit dates

wheel spokesoptions you never use

handle positionqueuing area as seats

SubstituteWhat can you substitute? What can be used instead? Who else instead? What other ingredients? Other material? Other process? Other power? Other place? Other approach? Other sounds? Other forces?

CombineWhat can you combine or bring together somehow? How about a blend, an alloy, an assortment, an ensemble? Combine units? Combine purposes? Combine appeals? Combine ideas?

AdaptWhat can you adapt for use as a solution? What else is like this? What other idea does this suggest? Does past offer a parallel? What could I copy? Who could I emulate?

ModifyCan you change the item in some way? Change meaning, colour, motion, sound, smell, form, shape? Other changes?Also: Magnify: What can you add? And: 'Minify': What can you remove?

Put to other usesHow can you put the thing to different or other uses? New ways to use as is? Other uses if it is modified?I can re-use ... in this way ... by ...

EliminateWhat can you eliminate? Remove something? Eliminate waste? Reduce time? Reduce effort? Cut costs?I can eliminate ... by ...

RearrangeWhat can be rearranged in some way? Interchange components? Other pattern? Other layout? Other sequence? Transpose cause and effect? Change pace? Change schedule?I can rearrange ... like this ... such that ...

DEVELOP

Mor

phol

ogic

al C

hart

We

use

this

too

l to

dev

elop

ide

as.

In t

he l

eft-

hand

col

umn,

lis

t ‘e

ssen

tial

el

emen

ts’ o

r cr

iter

ia f

rom

the

Opp

ortu

nity

Spo

tter

s C

ard.

The

n ill

ustr

ate

the

boxe

s ne

xt t

o ea

ch w

ith

vari

ous

way

s to

del

iver

thi

s es

sent

ial e

lem

ent.

Whe

n th

e M

orph

olog

ical

Cha

rt i

s co

mpl

eted

it

is t

hen

poss

ible

to

mix

and

mat

ch d

iffe

rent

al

tern

ativ

es t

o ea

ch o

f th

e es

sent

ial

elem

ents

to

prod

uce

vari

ous

poss

ible

sol

utio

ns t

o th

e op

port

unit

y at

han

d. T

he e

xam

ple

on t

he le

ft s

how

s on

e of

sev

eral

pos

sibl

e co

mbi

nati

ons

of f

rom

th

e gr

id o

f al

tern

ativ

es t

his

tool

pro

vide

s.

Focu

s:

Alt

erna

tive

1A

lter

nati

ve 2

Alt

erna

tive

3A

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THE NOTES

THE 19 TOOLS IN THIS DOCUMENT HAVE BEEN CREATED OR MODIFIED DURING THIS FIRST DEVELOPMENT PHASE.

THERE REMAIN METHODS AND TECHNIQUES THAT HAVE BEEN DELIVERED THAT REQUIRE TOOLCARDS BUT IN ORDER TO CREATE THESE FURTHER INPUT WOULD BE NEEDED FROM OTHER MEMBERS OF THE TEAM.

FINAL VERSIONS OF 2 TOOLS, NAMELY ‘STAKEHOLDER JOUNEY’ AND ‘MORPHOLOGICAL CHART’ WILL INCORPORATE LARGER EXAMPLES ON THE BACK OF THE TOOLCARD.

TOOLS IN THE MATRIX THAT HAVE STILL TO BE MADE HAVE BEEN IDENTIFIED BUT THIS HAS NOT BEEN FORMALISED AS YET. THESE TOOLS ARE:

WHAT DOES DESIGN DO?HUNT & GATHERDESK RESEARCHINTERNAL FEEDBACK LOOPSMARKET SEGMENTATIONSHADOWING & OBSERVATIONDIGITAL FISHINGRELATIONSHIP MAPPINGINTERVIEWING6 HAT THINKINGPATTERNS & TRENDSMARKET MATRIXNEGATIVE TO POSITIVEDOTOCRACYMAKING MISTAKESPROTOTYPINGFUTURE CASTINGREVERSE BRAINSTORMINGINFOGRAPHICSTEST AND EVALUATEBLUEPRINTINGSTORYBOARDINGEFFECTS ANALYSISRESOURCE IDENTIFICATIONPERSONA BUILDINGTARGET SETTINGCREATE AN ADUSER GUIDEMARKETING & PITCHINGREALITY / SPEC CHECKLAUNCHINGLITMUS TESTEXTERNAL FEEDBACK LOOPS

SKETCH / CONCEPT IDEAS EXIST FOR SOME OF THESE TOOLS BUT FURTHER EXPLORATION IS NECCESARY TO FULLY DEVELOP.